Ubuntus goal is to be the most popular desktop OS for humans. But new versions of Ubuntu, like most Linux distros, are still marketed towards Linux geeks.
Read the review of the marketing strategies here

Quote:

Were picking on Ubuntu specifically because it has higher goals than most distros – its Linux for human beings, not Linux for hackers. Unfortunately, the release announcements have forgotten what humans care primarily about : themselves.

Lets fix that, by looking at how the 7.10 announcement could be improved.

In social dynamics bible How to Win Friends and Influence People, Dale Carnegie illustrates that since a humans primary concern is themselves, you must show how something relates to them in order to convince them.